Synopsis

In this course, we will aim to provide a comprehensive understanding on the emerging field of generative AIs (e.g. ChatGPT, Bard, Adobe Firefly, and etc). Students will learn the role of visual storytelling in communicating complex ideas and its applications for the purpose of rolling out digital marketing initiatives. It will be an exploration on the principles of design, visual storytelling, and the use of generative AIs. It aims to develop skills in creating dynamic visual narratives using these tools to engage, inform and inspire the targeted audience. The students will also gain knowledge and understanding of cutting-edge tools for creating compelling narratives and a range of visual designs, including animations, videos, graphics, and interactive media.

Who Should Attend

This course is designed for senior managers, professionals, and advisors who are interested in understanding and harnessing the power of generative AI tools and platforms for digital marketing and content creation, specifically:

• Marketing directors, managers and professionals\
• Brand directors and managers
• Social Media / Community Managers
• Content marketing directors and managers
• Content Creators

It's suitable for individuals seeking to enhance their productivity and effectiveness in the digital marketing field by leveraging cutting-edge AI technologies.

Topics

• Fundamentals of Content Creation and Storytelling
• Strategies in Visual Communication
• Content Creation Using Generative AI
• Leveraging AI-Generated Content for Marketing Initiatives

Objectives

By the end of this course, 

1. Understand the nature of Content and Stories : Participants will be equipped with the skills to create visually compelling narratives that effectively convey brand messages and engage target audiences.
2. Strategic Implementation of Content: Participants will develop the knowledge and strategies required to integrate AI-generated content seamlessly into their digital marketing initiatives, optimizing their effectiveness and impact.
3. Mastering Generative AI Tools: Participants will have a deep understanding of various generative AI technologies and their practical applications in digital marketing and content creation.

 

A. Knowledge and Understanding (Theory Component)

By the end of this course, you should be able to:

• Remember: Recall and explain fundamental concepts of generative AI, design principles, and storytelling frameworks.
• Understand: Interpret the roles, significance, and ethical considerations of generative AI in digital marketing.
• Apply: Apply theoretical knowledge to analyze and critique AI-powered marketing campaigns and content.

B. Key Skills (Practical Component)

By the end of this course, you should be able to:

• Apply: Implement generative AI tools for content creation, demonstrating proficiency in generating text, images, and videos.
• Analyze: Evaluate and assess the effectiveness of visual storytelling strategies in marketing initiatives.
• Create: Develop dynamic visual narratives using design principles and AI-generated content, engaging target audiences effectively.

Schedule

Time	Agenda
Day 1
09:00 - 09:30	Course overview
09:30 - 10:30	Fundamentals of Content Creation and Storytelling
10:30 - 10:40	Break
10:40 - 12:00	Strategies in Visual Communication
12:00 - 13:00	Lunch
13:00 - 15:00	Content Creation Using Generative AI
15:00 - 15:10	Break
15:10 - 16:30	In-class assignment: Leveraging AI-Generated Content for Marketing Initiatives
16:30 - 18:00	End-of-Course Assessment / Presentations

Assessments

• Group Presentation (Project) - In this group assignment, students will work together in groups of 2-4pax to create a collaborative generative AI-enhanced Social Media Content Creation plan with a Campaign Strategy for 1 month. Each group will be responsible for developing a unique visual narrative using generative AI tools and techniques for a social media account of choice.

Requirements

• Attendees should have a basic understanding of digital marketing fundamentals, including concepts related to online advertising, social media, and content marketing.
• Attendees have to bring along their own laptop to every session.

 

About the Trainers

Jed Senthiil

Jed Senthil is a passionate and dynamic professional with diverse experiences in digital marketing and social media content creation. Jed has worked for various organizations in civil service, non-profit, social enterprise, private and start-up sectors, and has cultivated a deep understanding of the intricacies of the digital landscape. Holding degrees in Bachelor in Business, and Master of Media and Communication, Jed is a Communications PhD candidate. With an innate disposition for youth and community work, he has volunteered for over 20 years with various organizations.

 

Application Procedures

Please submit the following documents to cet@suss.edu.sg:

1. Coloured copy (back and front) of NRIC for Singaporeans and PRs, or "Employment"/"S" Pass for foreign applicant
   
2. Application form
   
   

Course Fee

¹ Mid-Career Enhanced Subsidy: Singaporeans aged 40 and above may enjoy subsidies up to 90% of the course fees.
² Enhanced Training Support for SMEs: SME-sponsored employees (Singaporean Citizens and PRs) aged 21 and above may enjoy subsidies up to 90% of the course fees.

• Participants are required to achieve at least 75% attendance and pass any prescribed examinations/assessments or submit any course/project work (if any) under the course requirement.

• Participants are required to complete all surveys and feedbacks related to the course.

• The course fees are reviewed annually and may be revised. The University reserves the right to adjust the course fees without prior notice.

• Singapore University of Social Sciences reserves the right to amend and/or revise the above schedule without prior notice.

For clarification, please contact the SUSS Academy via the following:

Telephone: +65 6248 0263
Email: CET@suss.edu.sg